are you paying attention

A Crash Course on Creativity – Prof. Tina Seelig, Stanford University- Assignment 02: ARE YOU PAYING ATTENTION? -

Assignment 02

ARE YOU PAYING ATTENTION?An observation in 3 stores in Cologne, Germany(due to lack of time I focused on three stores!)


The observed stores

1. Mayersche Buchhandlung (bookstore)

2. Globetrotter (shop for outdoor equipment, e.g. hiking, camping, outdoor footwear...)

3. Butlers (shop for interior decorations and furniture accessories)

Julian J. Schnell – Team 15118 Overview


1. Mayersche Buchhandlung

Julian J. Schnell – Team 15118



BEFORE ENTERING THE STORE

- Doors are open (there are no doors)

- Everything feels quite welcoming, friendly and open

- „Reduced price“-items standing in front of the store as eye-catchers, items are kept very general: illustrated books, cooking books, books of the city Cologne...)

Julian J. Schnell – Team 15118 Observations



ENVIRONMENT

- Light and cosy surrounding, carpeted floor- Cash register on every floor at the same position -> no need to

search for the cashier, it‘s always in the same place!- Many sofas -> one is encouraged to stay for a long time, to read

and rummage in books- Children‘s play area in the kids book section- Special topic sections are on the borders; common items, such as

newspapers, calendars are in the middle of the floor, so you‘ll have to pass them




PERSONELL- Staff is not wearing uniform- There are information areas, where you can contact a staff

member- Staff has no script to follow while in contact with a

customer- Staff members reflect the consumer group: male and

female salespeople (though a bit more women), no specific age group




PRODUCTS- not only books, also seasonal products and other stuff (toys, items

related to book section, e.g. incense sticks in the esotericism section)

- Classic books are set up aside (maybe because one typically buys them by intention?), bestseller are set up near the entrance

- Featured books are typically bestsellers, illustrated books and those with celebrities on book cover

- There are impulse items near cash register, such as bookmarks




CUSTOMERS

- Males as well as females in almost every age

- More singles than couples

- Young women, but only few young men

- Customers tend to walk a predetermined path




OTHER OBSERVATIONS

- Idea for improvement:- Feature books that are related to a special event, that takes

currently place in the city! For Example: This bookstore sells illustrated books of David Hockney (artist), but didn‘t feature them notably though there is currently an exhibitionof him taking place at the Cologne exhibition hall!




INSIGHTS

I never thought about it before but I go to this bookstore quite often, even when I don‘t want to buy something. The created atmosphere makes you feel very good. They used to have a long table with internet terminals, for some reason they decided to take it out. I think by keeping it, customers would stay even longer!-> BUILD A COSY SURROUNDING AND PEOPLE COME AND STAY!

Julian J. Schnell – Team 15118 Insights


2. Globetrotter


2. Globetrotter


- Doors are closed

- Only a few display windows

- No products outside



ENVIRONMENT

- First thing you see is a stand-up display promoting a outdoor exhibition that is sponsored by Globetrotter

- Security is standing demonstrative at the entrance- shelves with catalogues as free take away- No music‘s playing, but you can slightly hear animal voices- Sandy, wooden floor, light surrounding- Everything feels quite open: there is no predetermined way you

are supposed to walk, you might feel a little lost but adventurous (-> getting lost is part of the journey?)


2. Globetrotter


ENVIRONMENT- Cash register on the same spot on each floor- Ceiling is blue-greenish (-> to imitate

heaven/sea/forrest/jungle – impression?)- You are invited to test products (there‘s a rain room to test

waterproof jackets, a terminal to test gps devices, even a swimming pool to test kayaks)

- There‘s a coffee shop, a travel pharmacy, a travel agency as well as a doctor‘s practice to get you immunization


2. Globetrotter


PERSONELL- Staff is wearing uniform- There is a information point, where you can contact a staff

member, though you might miss this information point quite easily

- Staff has no script to follow while in contact with a customer

- Staff members reflect the consumer group: mostly male salespeople, no specific age group


2. Globetrotter


PRODUCTS- You may test a lot of the products to get an experience

- There are no featured articles

- They sell toys & books in the kids section

- No impulse items near the cash register


2. Globetrotter


CUSTOMERS

- Mostly male, every age

- Almost only singles

- Customers don‘t tend to walk a predetermined path as the concept of the store is kept quite open


2. Globetrotter


OTHER OBSERVATIONS

- Idea for improvement:- First impression of the store is quiet blurred because of the

aggressive promotion of the store catalogue and the sponsored events -> Instead of offering free catalogues, they should display eye-catching products near the entrance which lure you into the store


2. Globetrotter


2. Globetrotter

INSIGHTS

This store seems to have focused on his consumer group! Everything feels very adventurous, you can test many things, the staff seems to use the products as well – so you get the feeling to be in good hands-> FOCUSING ON THE CONSUMER!



3. Butlers


3. Butlers


- Doors are open

- Cooking- & seasonal items outside



ENVIRONMENT- Discrete lounge music- Flashy lights, that might be practical, but generate no cosy

atmosphere- One Power aisle with small aisles branching off- Parquet floor- Smell of candles- Cash register near the entrance- There is no thematically distribution of the products (you find

dinnerware on every floor!)


3. Butlers


PERSONELL

- Staff is wearing uniform

- Staff has no script to follow while in contact with a customer

- Staff members reflect the consumer group: only women


3. Butlers


PRODUCTS

- No featured products- Many seasonal articles (Christmas)- Arrangement of products seems quite chaotic- Impulse items near cash register


3. Butlers


CUSTOMERS

- Almost only femaly, up to Mid 40s

- Few with their partners, sometimes two women

- Customers have to walk a predetermined path as there is not really any other way!


3. Butlers


OTHER OBSERVATIONS

- Idea for improvement:- Distribution of products doesn‘t make sense at all! Also, new

items, which haven‘t been put in shelves yet, are stored closed on pallets on the sideway, which hinder the consumer‘s way through the store


3. Butlers


3. Butlers

INSIGHTS

This store seems to have focused on women only! As a male, I got lost immediately due to the missing sectioning. I wouldn‘t find a single product, except by asking or by coincidence. I went to the store several times before but didn‘t realize this. The store made a very chaotic impression to me and hence it felt quiet unlovely.

-> AVOID CHAOS – TAKE CONSUMERS BY THE HAND!


are you paying attention

Documents

tina seelig

crash course

schnell team

feature books

mayersche buchhandlungjulian

observations idea

entrance featured books

globetrotter shop